The New Normal is the Old Normal: People and Personalities
I also wondered if some of the very same people that presented would offer ongoing clinics that are held under the banner of the DMA to allow the communications cycle to continue and expand on what they presented. Larry noted that the DMA had rethought its recent membership drive and that repositioning provided a 186 percent enrollment increase from the previously used model. So why can’t events like this be extended via the integrated marketing model and provide a greater range of learning? Perhaps we can measure the effort as well.
I can see this link as the near-perfect definition of media convergence, and I bet there is money to be made in this offering as well. A plan needs to be drawn up and surveys taken, reviewed and analyzed.
Larry mentioned that the key component of integrated marketing is data, and I would agree. But, what data is gathered from these events, what data needs to be extracted from these events, how can that data be used and can some of that data be developed into a profit center?
Trade shows have converged and so should events like this one. Linking itself in a fully integrated fashion to other support and integrated media is the next stage of full integration. Just like full funnel metrics presented at the event, integrated marketing needs to funnel itself with media convergence and the emerging technologies of the future marketing mix.
I also have dog that, like in Larry’s example, communicates with me much in the same way your dog does with you—by licking, making very cute sounds and just being integrated with my life and that of my family. Our cocker spaniel does this in a fully natural state, with a level of believability and desire that is hard to define.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.